H&M has announced its latest designer collaboration and it's the designer brand on everyone's lips, from Kim Kardashian and Kanye West to countless of the world's supermodels. The high street giant has teamed up with Balmain on a collection that will launch in November.
Balmain's creative director Olivier Rousteing announced the news with the help of two of his celebrity friends, Jourdan Dunn and Kendall Jenner, at the Billboard Music Awards on Sunday night. Both models arrived on his arm wearing designs from the collection.
"I want to talk to my generation – this is my main aim as a designer," said Olivier.
"H&M allows me the unique possibility of bringing everyone into the world of Balmain, getting a piece of the dream and creating a global #HMBalmaination: a movement of togetherness, fuelled on a hashtag. The collaboration felt extremely natural to me as H&M is a brand that everybody connects to. It calls for unity, and I am all for it."
Olivier has been building excitement with his one-million-plus followers on Instagram and finally let the cat out of the bag with a short video that he captioned: "THE WORD IS OUT #secretrevealed join MY new ARMY #HMBALMAINNATION #areyouready?"
H&M are equally excited about the collaboration. "We are excited to have Balmain as our guest designer at H&M and to create a truly involving experience for everybody," said Ann-Sofie Johansson, creative adviser at H&M.
"With its mix of couture spirit and streetwear attitude, Balmain owns a unique style; opulent and direct, sensual and energetic. It is also closely linked to the entertainment and music worlds, which adds another element of surprise."
Balmain follows in the footsteps of some of the fashion industry's most high-profile names, including Donatella Versace, Karl Lagerfeld, Stella McCartney and Alexander Wang, who have all collaborated with H&M.
The collection - which incudes menswear as well as womenswear - will land in stores on November 5, 2015.